Product Description Copywriter | Nokia
Product Description Copywriting Services
Nokia hired me as their product description copywriter for their latest series of headphones - the Nokia Essential True Wireless Earphones E3100 and Nokia Pro True Wireless Earphones P3802A.
As Nokia’s product copywriter, the brief was to write copy for two website landing pages. The project involved working closely with the Nokia marketing team to get to grips with the target market for each set of headphones, understand customer pain points and unpack the value proposition and product features. The website copywriting needed to adhere to Nokia brand principles, tone of voice and style.
Copywriting and Brand Discovery Workshop
To kick off my role as the product description copywriter, I conducted a copywriting workshop with the Nokia brand team. In the workshop, I gained an insight into the Nokia history, product range and the marketing principles that define the brand. After a deep dive into the brand platform – its mission, commitments, values, experience principles and communication examples – we explored each product in detail.
When focusing on the features of each set of headphones and translating these into benefits to the customer, it was important to keep in mind that the messaging needed to reflect the pain points and lifestyles of the audience.
Product Description Page Copywriting
Nokia Essential True Wireless Earphones E3100 were created for customers seeking casual headphones for everyday use – out and about, on a commute or during exercise. The product copywriting workshop identified the headphone’s main features: ultra-lightweight, colourful design, a dynamic driver, easy device pairing and a comfortable fit.
As the product copywriter, during the copywriting process, I took these features and began to expand upon them to talk about the product’s benefits. Emphasising benefits over features helps to bring about a more emotional connection and emphasises the value of the product to the customer.
Product Description Copywriting Best Practices
With features like noise reduction and an enhanced microphone, Nokia Pro True Wireless Earphones P3802A target customers looking for reliable work headphones for use at the office or when working remotely.
To make the product description copywriting come to life, I drew on common pain points a user may experience when using headphones for work. One of Nokia’s brand principles is to always be optimistic and positive in tone. When drawing out the pain points in the copy, I made sure to do so in a way that helped show how Nokia technology helps people to thrive at what they do, placing emphasis on the everyday benefits of the headphones in contexts that reflect the focus of their lives and activities.
Writing Powerful Product Descriptions
Three tips to make your product copywriting more appealing.
1.Understand Features vs Benefits
Product features are things like size, shape, colour and the characteristics of a product. Look at any Amazon page and you’ll see a long list of product features. Features tell your customer what your product has, but it’s limited in its ability to help a customer understand what it can do for them – this is why emphasising benefits over features is so important in product copywriting.
For example, with our headphones, a feature might be the 25 hours of talk or listening time on a single charge. The benefit? Enough power to last your entire workday, and on the commute home, with power to spare. The feature tells you what it is, the benefit tells you how it provides value.
2.Use Storytelling in Your Product Descriptions
Powerful product copywriting connects with users, it causes immediate head-nodding and it’s memorable and relatable. One of the ways you can do this is through storytelling. Your story doesn't have to be complicated (often you won’t have space for long, drawn-out storytelling on a product page). Instead, pull the reader into a common situation and use it to emphasise the feature, the benefit, and how it fits within the lifestyle of the user.
Example:
The pain point: When taking calls on the go, background noise makes it difficult for the person on the other end to hear your voice clearly.
Product feature: Enhanced voice pick up
The benefit: Be heard more clearly
Copy:
“Whether you’re in a noisy coffee shop or working from home, take important calls on the go. Enhanced voice pickup improves voice clarity so you can hear and be heard as if you’re talking face-to-face.”
Storytelling in product copywriting helps the reader understand how your product fits into their lives, why they should care about the product and how it will provide value.
3.Focus on What’s Important to the Customer
A product copywriter should be able to clearly define and understand your target audience. For the Nokia project, a key focus of the copywriting workshop was to get to grips with the target customer for the headphones. Each model had a distinct user in mind – someone using them for everyday use, the other in work settings – with clearly defined users, I could get a better idea of how the headphones fit into their lives and the pain points they experience. It was then much easier to draw out the benefits of the products and how they would provide value in the user’s life.
Looking for a product description copywriter? Get in touch to tell me about your project.